The company, Hello Flo, does for menstruation what Dollar Shave Club (DSC), did for shaving : provide a monthly subscription service for cost effective, simple and convenient delivery of quality products (in this case tampons and panty liners).

As in projects that are undertaken with care and with the final consumer in mind, they have added some wonderful details into the product delivery. In this case, candy is also a part of the monthly subscription being sent out (something which shows they understand the consumer during their moment of consumption!).

The approach in comms for Hello Flo seems like a breath of fresh air in terms of “normalizing” something natural that has historically been treated as taboo.

This freshness reminded me of the Bodyform ad that also achieved high levels of awareness and conversation last year:

Let’s hope that Hello Flo goes on to conquer this new ecommerce space just as DSC did (a company that also started off with an “in your face” approach to shaving).

Great to see so many disruptive and relevant digital projects that take off creatively.